This kind of con has happened recently in Liverpool, and I have been told it occurred in the Southport and West Lancs area a few years ago. Earlier this year, I read that a conman was going round Manchester pubs asking for money to go in CAMRA's Good Beer Guide (GBG). Anyone doing this is definitely a liar because CAMRA never charges pubs to go in the GBG, or in any of its local guides.
Pub guides published by other organisations may charge for entries, and with these it is important to see credible ID. In addition, I'd suggest not letting anyone hustle you into a deal, ask the person to come back another day and take the time to check their credentials thoroughly. No legitimate publisher would have a problem with this. Some licensees don't report such cons because they are embarrassed, but that leaves the thief to prey on other pubs.
This is not a small problem - Bernie Carroll said the list of victims "would fill a small volume" - so it's best to report all such cons, whether successful or not, to the police.